Home & Laundry Care - Eastern Asia

In 2024, the revenue in the Home & Laundry Care market in Eastern Asia amounts to US$33.46bn.
It is projected that the market will experience an annual growth rate of 2.79% (CAGR 2024-2029).
The largest segment in the market is Laundry Care, with a market volume of US$20.18bn in 2024.
When compared on a global scale, United States generates the highest revenue in the Home & Laundry Care market, reaching US$32bn in 2024.
In terms of per capita figures, each person in Eastern Asia generates US$20.47 in revenue in the Home & Laundry Care market in 2024.
Furthermore, it is estimated that online sales will account for 54.4% of the total revenue in the Home & Laundry Care market by 2024.
In China, the growing middle class is driving demand for eco-friendly home and laundry care products.

Definition:

The Home & Laundry Care market covers cleaning products used for private households. This market only takes into account consumable detergents for use in private households (B2C). Auxiliary cleaning equipment (e.g., mops and brooms) are not included. Professional products for industry use or household cleaning services (B2B) have also not been included.

Structure:

Home & Laundry consists of 4 different markets:

The Laundry Care covers all detergents purchased by consumers that are intended for the care of textiles in the form of powder, tabs, or liquids.
The Household market covers all consumer products used for the cleaning of surfaces, windows, and toilets.
The Dishwashing Detergents cover cleaning products used for washing up and cleaning dishes and cutlery. Both detergents for dishwashers and hand dishwashing detergents in liquid, powder, or tab form are included in this market.
The Polishes, Room Scents & Insecticides cover several specialty cleaning products for narrowly defined niche uses. The market includes polishes for shoes, floor, furniture, and coach care, along with room deodorants and household insecticides..

Additional Information:

The market comprises revenue, average revenue per capita, sales channel. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). For more information on the displayed data, click the info button on the right side of each box.

Laundry detergents
Household cleaners
Dishwashing detergents
Specialty products (polishes, room scents, household insecticides)
Cleaning products for private consumers (B2C)

Cleaning equipment (e.g. mops or cleaning cloths)
Cleaning services (laundry services, house cleaning)
Professional products for bulk consumers (B2B)

The Home & Laundry Care market in Eastern Asia is witnessing mild growth, influenced by factors such as an increasing focus on hygiene, growing disposable incomes, and the rising demand for eco-friendly products, which enhance consumer convenience and satisfaction.

Customer preferences: In the Home & Laundry Care market in Eastern Asia, consumers are increasingly prioritizing sustainability, leading to a surge in demand for eco-friendly cleaning products and packaging. Additionally, the rise of urbanization and smaller living spaces has prompted a preference for compact, multifunctional appliances that save space and time. Furthermore, younger demographics are gravitating towards brands that emphasize transparency in ingredient sourcing and ethical practices, reflecting a cultural shift towards responsible consumption and a greater awareness of environmental impact.

Trends in the market: In Eastern Asia, the Home & Laundry Care market is experiencing a notable shift towards sustainability, as consumers increasingly demand eco-friendly products that minimize environmental impact. Countries like Japan and South Korea are seeing a rise in biodegradable packaging and plant-based cleaning agents. Urbanization trends are driving the popularity of compact, multifunctional appliances designed for smaller living spaces, enhancing convenience for busy lifestyles. Additionally, younger consumers are favoring brands that prioritize transparency, ethical sourcing, and social responsibility, reflecting a broader cultural movement towards conscious consumption. This evolution presents significant opportunities for industry stakeholders to innovate and align their offerings with these emerging consumer values.

Local special circumstances: In Eastern Asia, the Home & Laundry Care market is shaped by unique local factors that influence consumer preferences and purchasing behaviors. In Japan, for instance, the cultural emphasis on cleanliness and order drives demand for high-quality, efficient cleaning products, while strict regulations encourage the use of environmentally friendly ingredients. In South Korea, rapid urbanization and high-density living spaces have led to a surge in compact, multifunctional appliances that cater to smaller households. Additionally, traditional values around sustainability resonate strongly with younger consumers, pushing brands to adopt eco-conscious practices and transparency in their product offerings.

Underlying macroeconomic factors: The Home & Laundry Care market in Eastern Asia is significantly influenced by macroeconomic factors such as consumer spending patterns, urbanization rates, and environmental regulations. Economic stability in countries like Japan and South Korea has led to increased disposable income, allowing consumers to invest in premium cleaning products and smart appliances. Additionally, fiscal policies promoting sustainability and eco-friendly practices are encouraging manufacturers to innovate and align with consumer preferences for greener products. Furthermore, the rising trend of e-commerce in the region facilitates access to a wider range of products, enhancing market growth amid shifting shopping behaviors.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Consumers’ interest in cleaning supplies has kept on growing in the last few years. As awareness on the importance of good hygiene practices increases, so does the revenue of the global home and laundry care market, which was estimated to add up to nearly 200 billion U.S. dollars in 2024 and to grow to over 230 billion U.S. dollars by 2029. The United States is the leading region in the market, having recorded over 30 billion U.S. dollars in revenues as of 2023, followed by China and India.